Royal Challenge and DDB Mudra South & East urge India to #PlayBold

DDB Mudra South and East have come up with a new campaign and anthem- #PlayBold for Royal Challenge.

The anthem personifies the feverish vibe which spreads across the country during the cricket season. It focuses on the young Indians who are ever-ready to shed their inhibitions and make bold moves. The anthem has been voiced by Vishal Dadlani while the inspiring lyrics of anthem have been penned by Sonal Dabral, chairman and Chief Creative Officer, DDB Mudra Group. Bollywood Music Composer Salim Merchant has provided the music to the anthem. Led by M.S. Dhoni and Virat Kohli, the visuals of the anthem have been shot across various parts of the country, capturing the fervor of the nation. Special appearances have also been lent by Vishal Dadlani, Salim Merchant and Sonal Dabral.

Quoting on the campaign, Subroto Geed, SVP – marketing, United Spirits said, “Through this anthem, Royal Challenge Sports Drink is attempting to galvanize the Indian youth to follow their heart and make bold choices. We hope that the anthem’s catchphrase 'Mere India, To Play Bold', becomes a single sound that does not just reflect our country’s love for cricket, but goes on to become the youth anthem for India.”

Quoting on the anthem, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “This is that electrifying time of the year when the entire country stands united behind our team. It's been truly exciting to create this anthem to give us all a united voice to encourage our team and our country to 'play bold'. The lyrics, music and video of this anthem capture this powerful emotion, and we hope it will become the voice of a billion hearts."

Vishnu Srivatsav, Creative Head, DDB Mudra South and East added, “Boldness transcends winning and losing. In today’s context where the country is far more confident and optimistic, boldness is a spirit that today the nation aspires to. And we have tried to capture these emotions and this aspiration in an electric song and music video that hopefully will inspire the team to throw away any inhibitions and just go for it on the field.”